Global powerlines engineering consultancy Groundline was in need of a full brand evolution and new website to showcase their services and growing range of products. With an established brand which has loyal and long-term customers, we take our role of preserving and enhancing existing brand equity very seriously. It can be tempting, as creatives, to suggest throwing everything out that exists and starting from scratch; but as a business decision, that's generally not the best approach for our clients.
Groundline is a great example of evolution rather than revolution: we kept the distinctive Groundline orange and refined the existing logomark. The Groundline "G" we developed, with its two parallel lines, hints at the powerlines Groundline is responsible for keeping up in the air. This project came to life through the great photography and videography we captured in the field with the Groundline team.